YOUR COMPETITION
network comedy shows. I didn’t ask questions about the stars appearing in NBC’s next promising big hit. Instead, to demonstrate my support, I would ask the executives of MSNBC and CNBC— neither one then posting any revenues to speak of—about subscriber growth and content. Start-ups need cheerleading—constant and loud. Cheerleading, however, isn’t just about senior managers making noise. It’s also about giving new ventures sponsorship. This may mean breaking old bureaucratic norms, but with a new venture, organizational visibility is critical. For instance, new ventures should report at least two levels higher than sales would justify. If possible, they should report directly to the CEO. At the very least, they should always have a special place on the CEO’s priority list. Admittedly,there is one big problem with making a huge scene about a new venture. How dumb you look if it fails. You can end up looking very dumb. That is part of the gamble, and I’m not going to minimize it. It was widely reported how strongly I supported the XFL, the new extreme football league that NBC launched in 2000. As a business opportunity, I couldn’t think of a thing wrong with it, and I said so, over and over again! When the XFL failed after a painful twelve-week season, New ventures should losing $60 million for the comreport at least two levels pany, the press had real fun with it, making me and Dick Ebersol, the higher than sales would XFL’s other vocal sponsor, the justify. If possible, they butt of plenty of jokes. Fortunately, should report directly to the hammering ended relatively the CEO. quickly. So what’s the bottom line here? — 210 —